Fox has rejected a potential Super Bowl ad because its inclusion of a border wall helped make it, in the network’s estimation, too controversial.
According to Campaign Magazine, the network has asked for changes in the 90-second spot from 84 Lumber — a building supply company. Specifically, they objected to a portion of the commercial which featured a wall blocking people looking for work in the United States.
“Fox rejected our original commercial because they determined that some of the imagery, including ‘the wall,’ would be too controversial,” said Michael Brunner — the chief executive of the Brenner ad agency which created the spot — in a statement to the New York Post.
The point of using the wall in the ad, Brunner told the Post, was to define 84 Lumber as “a company looking for people with grit, determination and heart, no matter who they are, where they come from, or what they look like.”
During the Fox Sports broadcast of the NFC playoff game between Green Bay and Dallas this past Sunday, play-by-play announcer Joe Buck said that Super Bowl spots were being sold at a rate of $5 million per 30 seconds. So 84 Lumber’s extended commercial will apparently cost the company $15 million.